JSP, Sesema, TPT, Synthesis Await RB Pitch Outcome

Four top Nigerian agencies are in pensive mood as they eagerly await the outcome of their pitch for Reckitt Benckiser multi-million naira PR business. The agencies are TPT International, Synthesis Communications, Sesema PR and JSP Communications.

MARKETING EDGE gathered that the brief for the job was sent out last year to seven agencies but after the first round of pitch which took place a few weeks back, the number was cut down to four. And at the final presentation place recently, the four agencies were said to have impressed the pitch management board of RB, leaving them with a tough job of picking the winners.

All four are said to be expectant ahead of the final announcement which is expected to be made later this week. One of the favourites for the job is incumbent agency, JSP run by veteran agency man Phil Osagie. Sesema PR being run by Mrs. Tampiri Irimagha Akemu is also tipped for the job.

Though Adetokunbo Modupe’s TPT International, noted for its vast experience in fast moving consumer goods and Desmond Ekeh Synthesis Communications have been described in many quarters as outsiders in this race, but sources close to the contest have warned that until the final decision is announced none of the four agencies in the running can afford to sleep easy.

There are strong indications that Reckitt Benckiser may be settling for two PR agencies as against its subsisting practice of one agency, this is coming against the backdrop of the competitive market environment and the influx of local and foreign rival products into the Nigerian market. MARKETING EDGE learnt that the pitch is part of the brand’s plan to recharge its marketing strategies with a view to reinforcing and expanding its market leadership. The brand also wishes to connect with consumers better in the coming year.

Reckitt Benckiser’s Managing Director, Rahul Murgai had said that the company would be doing so much in the Nigerian market this year hence the desire to recruit the agency that would be able to interpret the brand’s strategies.

Reckitt Benckiser is the world’s No.1 household cleaning products firm which came into being as the result of a 1999 merger between the UK’s Reckitt & Colman and the Dutch group Benckiser.

The company leads the sector in the production and sales of household cleaning products like Dettol, Harpic, Strepsil, Mortein etc. with sales increasing on average by seven per cent a year since its formation and a share price rise of 356per cent – compared with a 13per cent decline in the FTSE 100 index.

From its European origins it continues to expand globally with its brands now available in more than 180 countries. Nearly half of its revenues now come from outside its home markets, with the US and Australia accounting for 28per cent of net revenues and developing markets 18per cent.